TOURISM NOOSA FUNDING AGREEMENT AND PERFORMANCE DEED · Report

SPECIAL MEETING                                                                              8 MAY 2025


term success of their region.
Local Tourism Organisations (LTOs) focus on enhancing the visitor experience within a specific
locality, typically aligned with a single Local Government Area (LGA), whereas Regional Tourism
Organisations (RTOs) work on attracting visitors to a broader region, representing multiple LGAs.

Local Tourism Organisations (LTOs): LTOs operate within one LGA, building close relationships
with their local industry. These strong connections enable them to focus on creating positive visitor
experiences, building industry skills, and providing valuable local insights. LTO's collaborate with
RTO. Additionally, LTOs play a vital role in encouraging visitors to explore their specific locality within
the broader region. They also manage Visitor Centres, ensuring visitors have access to information
and experiences during their stay. LTOs are not funded by the State Tourism and Events
Queensland (TEQ).


Requirement for a clear Roadmap

The feedback Council has received both recently and throughout the first stages of the Destination
Management Plan (DMP) process, has highlighted that parts of the community seek a renewed
approach to destination management, tourism marketing and visitor management, with a reduced
dependence on public funding.

The DMP process to date and other feedback has also highlighted the strong desire of our business
community and tourism industry to maintain Noosa’s strong brand reputation in a crowded tourism
marketplace. Council is focussed on ensuring a balanced and considered approach to both othese
issues.

Noosa Council acknowledges that the DMP has not yet been completed, due to it being placed on
hold last year to allow other strategic projects to be advanced and completed.

The DMP (scheduled for completion in late 2025) will require engagement with our community and
stakeholders and for it to truly have impact, will need to include a number of bold actions to address
the challenges our community indicated in the first round of consultation on the DMP Discussion
Paper. During the first round of engagement, the majority of respondents called for transformative
action around visitor and destination management.

The current Deed includes a requirement that when the DMP is complete, the Deed will be varied to
incorporate any requirements for TN arising from the DMP. It is proposed that this clause will
continue to be included in the new agreement.

Accordingly, as part of the new agreement it is recommended that Noosa Council partners Tourism
Noosa in the co-creation of a Roadmap that addresses the following:
•   Noosa Council's expectations regarding the future role of its Tourism Noosa as the Local Tourism
    Organisation (LTO), ensuring the LTO is efficient, contemporary, flexible and responsive
    to community expectations, global trends, changing industry needs and contemporary
    approaches to destination management;
•   TN's strategy to deliver Council’s expectations, including considerations for integrating any
    relevant principles, outcomes or actions from the DMP once it is complete;
•   Corresponding funding adjustments and the potential funding quantum to meet Council’s future
    expectations;
•   Measures to ensure seamless communication and collaboration between Noosa Council and TN
    throughout the transition process;
•   A framework for monitoring and evaluating progress and ensuring that KPI’s are being met;